That is why many retailers are still giving away potential – eCommerce Magazin


  • Uniserv determined with Appinio Situation report on the importance of addresses and address data in companies and how they deal with them
  • The majority of respondents (26 percent) from trade and logistics do not have an overview of the number of postal addresses in the company
  • Just over one in four respondents (26 percent) from retail and logistics assess the quality of the address data as high; across industries it is 34 percent of all respondents

In order to find out how address data and the associated tools and services are handled, Uniserv and Appinio carried out a survey among 221 employees in German companies in various industries. Including 68 respondents in various departments in trade and logistics. In fact, for 50 percent of those surveyed in this industry, correct address data is most important for the delivery of goods, 47 percent see the most important purpose in invoicing.

Every fourth retail company does not have an overview of its address data

A good one in four (26 percent), however, has no overview of the sheer volume of address data in their own company. And just as many rate the quality of their address data as “very high”. However, the industry representatives are well aware of the importance of postal address data. 83 percent rate them as “very important” and “important”, only 10 percent as “not important” and “not at all important”.

Use address data sensibly
Image: Uniserv GmbH

“We see a large discrepancy in retail and logistics when it comes to wishes and reality in terms of data quality and the best possible handling of address data,” says Senior Account Manager Jürgen Brunner, an industry expert for retail. “That is amazing for an industry in which digitization has advanced so far. Online retailers and logisticians in particular can feel the effects of an incorrect or incomplete address on the basis of returns or incorrect deliveries, especially in monetary terms. In fact, many have not yet exhausted the full potential of well-maintained address data. ”

Use address data sensibly, Jürgen Brunner
Industry expert Jürgen Brunner. Image: Uniserv GmbH

There is already an awareness of the potential of address data

There is also no lack of awareness of the potential. Every fifth respondent (21 percent) sees that better address data can significantly optimize process quality overall. 15 percent even see the possibility of developing further digital business models on a better database. However, only one in four web shops uses tools that can automatically check and correct the address when it is entered, compared with 34 percent of the CEP service providers for shipping and delivery. At the same time, however, 19 percent cannot even imagine what influence such an address validation would have on data quality. Only 6 percent see the possibility of international address validation as an important requirement.

Auto-completion, i.e. suggesting suitable entries when entering the address field, is mainly used in retail and logistics in the customer center: there, 38 percent already work with auto-completion, which prevents, for example, typing errors in city or street names.

With regard to the use of geographic coordinates as extended address information, the industry is clearly catching up in comparison. Two thirds of the respondents (66 percent) rate geographic coordinates as “very important” and “important”. They already use 30 percent for delivery and delivery, and 22 percent for area analyzes.

“There is still room for improvement in the implementation of address data management in retail and logistics”

“In trade and logistics, there is still a lot of room for improvement in the implementation of address data management. The industry must not lose touch here, ”says Matthias Förg, Head of Sales at Uniserv. “The data is there, and with the right tools, retail and logistics companies can create even more value, if only by improving the quality of the address data. Incorrect, incomplete and outdated addresses in the customer database do not have to be! Companies can not only save costs here, but also develop new services. And above all: make your customers happy! “